Manulife launched three films to give new meaning to insurance especially to the younger markets. The films, created by JWT Manila as part of Manulife’s 110th anniversary campaign, aim to resonate with people using stories of how a Manulife plan could help them achieve their dreams – like being able to take on a life-changing trip, starting your dream business, or even pushing your child to reach greater heights.
A lot of people still associate insurance with unfortunate life events. They still see it in a traditional way. For some, insurance is something only for emergencies. It’s what they leave their family when they’re gone or something unexpectedly happens to them. Or it’s something they won’t be able to enjoy while they’re alive and strong. The brand wanted to drive consideration and conversion by showing tangible and direct ways Manulife can help people achieve their dreams. For this new campaign, Manulife wanted to give insurance new meaning – a whole new positive meaning.
For most people, the future is a big “what if,” which is based on fear. And when they talk about insurance, it’s all about the worries in life – the negative “what ifs.” “What if something bad happens to me?” “What if I get sick?” “What if I lose my job?”
“But what if your “what ifs” turn into something that excites you? Something way more positive. The campaign aims to change people’s mindset into positive “what ifs.” When you’re financially secure, you can talk about the future you can look forward to, with the help of the different Manulife plans that can suit your lifestyle. The film features stories of people of how their negative what ifs were changed by one decision – enlisting the help of Manulife to secure their future,” said Dave Ferrer, JWT Manila CCO.
With Manulife’s Affluence Gold, taking a life-changing trip can be a reality. In the web film “Ring,” for a planner like Matthew, an affordable one-time investment meant being able to take that trip of a lifetime with his girlfriend and take their relationship to the next level.
With Manulife’s Education Builder, a prestigious education for your child is never impossible. In the web film “Rockstar,” it’s never too early to invest for their child’s future. And it certainly paid off. Their daughter’s dream university is now a reality. For any parent, nothing is more important than seeing their children reach greater heights.
With Manulife’s Affluence Builder Plus, you can live your passion sooner than you think. In the film “Ride,” Jeric, an executive in his 40s, a Manulife plan was his ticket to early retirement. It gave him a chance to pursue his passion and make a living out of it. Whether you’re investing in your dream retirement or you’re saving for future, Manulife can take you closer to your goals.
“Life insurance is no longer just about protecting ourselves and our families from the unexpected. Life insurance is also about investing and building funds for the future. And Manulife is here to provide financial solutions that can help Filipinos take that first step toward turning what ifs from possibilities to reality,” said Melissa Henson, SVP, Chief Marketing Officer.